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2 Be There You Being There in Micro-Moments, Especially on Mobile Marketers obsess over “being there” for their consumers. Whether it’s share at the store shelf or share of voice on TV, these are metrics used to judge how present a brand actually is. But what about on mobile, where there are billions of micro-moments happening every day? Are you devoting the same amount of thought to your mobile marketing strategy and being there whenever consumer needs arise? When someone picks up their mobile device, chances are they want to learn, do, find, or buy something right now. Whether in the form of searches, app interactions, mobile site visits, or even YouTube video views, these micro-moments happen constantly. You need to be there for them. Why it Matters Being there on mobile can drive big results and build a competitive edge for your brand. Here’s why: Many consumers aren’t brand committed 90% 12, 13, 15. Consumers in the Micro-Moment, Wave 3, Google/Ipsos, U.S., August 2015, n=1,291 online smartphone users 18+. of smartphone users are not absolutely certain of the specific brand they want to buy when they begin looking for information online. 12 14. Google/Ipsos MediaCT, Search for Brands Industry Research Meta-analysis, 2013–2015. get a shot at your competitor’s customers 1 in 3 Your presence can drive brand awareness goals 46% 6.9pp 51% smartphone users has purchased from a company or brand other than the one they intended to because of information provided in the moment they needed it. 13 Studies have shown that you can increase unaided brand awareness by 6.9 percentage points—or by 46%—simply by showing up in mobile search ad results. 14 More than half of smartphone users have discovered a new company or product when conducting a search on their smartphones. 15 Ultimately, showing up gets your brand in the game to be chosen, not just seen. By being there, your brand has the chance to address consumer needs in the moment, help move someone along their decision journey and deepen their loyalty. That’s how brands earn their stripes with mobile. 6
Know and Grow Your Share of Intent Unfortunately, many brands are still falling short when it comes to being there for consumers. Take the examples below from two categories (education and auto insurance), which illustrate a broader, cross-industry pattern. In each case, there are lots of category-relevant micro-moments happening in search at any given time, but brands are missing opportunities to engage because they’re not showing up. The charts illustrate what we might call “share of intent”—or how many times a brand was there as a fraction of all category-relevant searches. Share of Intent in the Auto Insurance Industry Brand A Brand B Brand C 7.3% 28.9% 75.2% 0% There Missing 100% Share of Intent in the Education Industry It’s worth noting that this missed opportunity—this low share of intent—is happening across devices, but it’s especially true on mobile. And as consumers continue to lean on mobile, it’s even more imperative to close the presence gap. What happens when you hold the mirror up to your own brand? First, grab your mobile device and perform some of the top searches relevant to your business category. Are you there? Do you like what you see? What about when you do the same for YouTube? Next, work with your agency or account team to obtain your brand’s own “share of intent” metric. Evaluate that metric for category-relevant searches on both mobile and desktop, and see how you stack up against your key competitors. Chances are you’ll discover some gaps. Create a plan to close those gaps over time by boosting your ad coverage across a greater number of micro-moments and growing your share of intent. When you fail to be there, you are simply handing opportunities over to your competitors. Nobody wants that (except your competitors). So find those moments when you should be present, and dig in your heels. FIAT drives brand goals by being there for small car searchers After a 28-year hiatus, automaker FIAT returned to the American market, bringing with it the FIAT 500, a small city car. But after such a long absence, FIAT found it needed to build awareness with a new generation of American consumers. The time was a good one: gas prices were spiraling upwards and Americans’ interest in small, efficient city cars was at an all-time high. FIAT saw that its old perceived disadvantages could quickly become strengths. The company deployed online and mobile search ads on category terms like “small car” and “city car” to reach people in those micro-moments of research and interest. In addition, each ad made the most of its context. On desktop, FIAT’s ads took people to the company’s online car configurator. (The FIAT 500 was available in a half-million color combinations, and customizing it was part of the fun.) On mobile, the ads pointed people to the nearest dealership, where they could see and buy the car in person. The results were tremendous. FIAT saw a 127% increase in unaided recall. The FIAT 500 became a huge success in America, and even more importantly, the brand was back. Learn more Brand A 43.1% Brand B 12.1% Brand C 2.6% 0% There Missing 100% Source: Google Search Data, all devices [January 2015–June 2015]; Google AdWords Data, all devices [January 2015–June 2015]. 7
Page 1 and 2: Micro-Moments: Your Guide to Winnin
Page 3 and 4: 1 Introduction Micro-Moments as the
Page 5: Succeeding in a Micro-Moment World
Page 9 and 10: Consider Both the Consumer’s Inte
Page 11 and 12: 3 Be Useful If you want to win the
Page 13 and 14: How to Be Useful: I-Want-to-Go Mome
Page 15 and 16: How to Be Useful: I-Want-to-Buy Mom
Page 17 and 18: 4 Be Quick “I want it NOW.” Tha
Page 19 and 20: Three Ways to be Quick: 2. Anticipa
Page 21 and 22: Key Questions Today’s consumers m
Page 23 and 24: Connect the Dots Across Screens Mos
Page 25 and 26: Connect the Dots Across Channels Fo
Page 27 and 28: Key Questions Are you ready to conn

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